Facebook updated its look on Tuesday—no need to check your news feed; this was not one of the platform’s routine overhauls. This time the social media behemoth made a subtle tweak to its logo, paying homage to two factors that should inform any brand strategy—namely approachability and mobility.
“Now that we are established, we set out to modernize the logo to make it feel more friendly and approachable,” Facebook Creative Director Josh Higgins told The Wall Street Journal.
In the updated logo, pictured above, the double-story “a” has been dropped in favor of a streamlined, single-story version. Thinner, more pronounced letters make it easier on the eye. The overall effect barely prompts a double-take.
|Old Facebook logo|
Where the pared down design will have the greatest impact is on mobile devices. The social network reported that in 2014 mobile users increased from 79 percent to 87 percent of its monthly active users. With 1.44 billion people visiting Facebook every month, that 8 percent jump in mobile activity is a flashing sign for companies everywhere—pay attention to what your brand says about you.
The pros and cons of Facebook’s new look aside, U.N. research has shown that more people on the planet now have access to mobile phones than to toilets. Even for relational direct selling companies, mobile devices are the place to meet customers these days, and as the saying goes, brands only have one chance to make a first impression.